Tourneau.com: Timeless elegance

When a shopper considers spending thousands of dollars on a watch, she expects a certain level of service—like the kind that greets her at Tourneau.com. The home page typically features a dominant image of a timepiece, while also emphasizing service via buttons on the side of the page. Those buttons offer shoppers several ways to navigate Tourneau: shop by brand, style, function, gender or price; place watches into a virtual tray and click to call an expert or schedule an in-store appointment; and view demonstrations of how watches are constructed and serviced. Not surprisingly, customers who shop the site before coming into a store convert at an “exponentially higher” rate than store-only shoppers, says senior vice president Don McNichol.